In its first week out of the gate, consumers preferred the Blu-ray edition of '300' nearly twice as much as its HD DVD counterpart.

While the 65:35 ratio roughly matches the overall market share for both formats, HD DVD supporters had hoped that a series of supplemental features exclusive to the HD DVD edition of '300' might help the format pull out from under its next-gen rival.

Who knows, maybe all the extra loaded content the Harry Potter series to come from HDDVD will save the day